C. K. Prahalad and Jeb Brugmann accept their first-place McKinsey Award for their Harvard Business Review article, "Cocreating Business’s New Social Compact".

The 49th Annual Harvard Business Review McKinsey Awards were held April 21, 2008 at the Asian Art Museum in San Francisco. Since 1959 the McKinsey Awards have honored the two best articles published each year in Harvard Business Review.

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